More than a bike, an experience

By: Chalie Mathews, Herald Times Reporter

Name of business: Stock's Harley-Davidson
Ownership: De Pere businessman and entrepreneur Dave Stock
Origins of the business: Formerly known as Hansen's Harley-Davidson, Stock bought the business almost a decade ago.
Location: 2433 Hecker Road, on the city's west side, flanking Interstate 43, after moving from its former Menasha Avenue site near the county airport. General Manager Dave Herrmann said the move to Hecker Road has worked out well. "At the old dealership, the same faces came in all the time, which was great," Herrmann said of the site he said was "cleverly hidden…But what we also have now is people we've never seen before, traveling through the area, some from other countries."
Phone number: (920) 684-0237
Web site: www.stocks hd.com
Hours and days of operation: 9 a.m. to 6 p.m., Monday to Friday, 9 a.m. to 3 p.m. Saturday, and 10 a.m. to 3 p.m. on Sunday.

Services provided-products sold: Stock's is a factory authorized dealership featuring Harley-Davidson and Buell motorcycles, parts and accessories, and an extensive variety of clothes, merchandise and collectibles that go along with the Harley-Davidson lifestyle adopted by so many of its devoted riders.

It has a full-service maintenance and repair department with highly trained and accredited technicians "who do anything from a changing a light bulb to a motor overhaul," said salesman Jim "JB" Becker.

However, the business sells more than Harleys as it also features Royal Enfield and Moto Guzzis.
Stock's sells the C5 Military, C5 Classic and G5 deluxe models of Royal Enfields, made in India, with machines starting at about $6,000. "They're for anybody that likes a retro style bike … new parts with an old soul," Becker said.

In the Moto Guzzi lineup, Stock's sells California Vintage, Nevada Classic 750, V7 Classic, Griso and Stelvio.

But most of its motorcycles come from the five "families" of the Wisconsin business founded in 1903, including Sportster, Dyna, Softail, V-Rod and Touring.

"Harley-Davidson has worked very hard at incorporating modern technology while still having the look of traditional bikes," Becker said. "It is an experience … more than a bike … with a lot of tradition and history."

Stock's carries the full line of Harley-Davidson, as well as aftermarket accessories, out of catalogs or on the showroom floor above which 10 motorcycles suspended from the ceiling slowly go by on a track.

It also offers a 25-hour training course for riders of all skill levels, with a new rider course specifically aimed at beginning riders.

How has business changed since opening: Herrmann said the economic recession has made an impact, as well as the presence of many dealerships often in relatively close proximity to each other, especially in Wisconsin.

The percentage of pre-sold motorcycles has decreased.

"The economy has affected Harley-Davidson's bike allocation system … Harley understands we can't flood the market" with new motorcycles, Herrmann said.

He does believe Harley owners are very reluctant to give up their most passionate hobby or pastime.

Herrmann believes owners will keep using their Harleys, ahead of a boat or snowmobile. "With gas prices going up, they can still ride to work and have fun while doing that," he said.

But a recession has translated into a decline in the purchase of accessories, like all the thousands of chrome parts available for different Harley models.

"People can and do buy the motorcycle but might put less stuff on it right away … may add later when they have some discretionary money," Herrmann said.

Who are the customers and from where: Motorcycle enthusiasts mostly from Northeastern Wisconsin who have plenty of dealerships to choose from.

"So, there is a lot of competition," Herrmann said. "Customers want to be treated correctly.
"We want to make sure the customer is happy … place them on the bike they want for the reasons they want at a fair price and provide exceptional service."

How is marketing done: Herrmann said word-of-mouth from satisfied customers is always best. The dealership also produces an e-newsletter, has a Facebook page and stages numerous special events including Saturday's summer party that featured live music, food and beverages and Las Vegas trip giveaway.

Jayme Schwoerer from the finance department enjoys coordinating the annual "Girls Ride," which will be held July 12-14, covering 700-plus miles, and last year attracted about 120 women on their bikes.

Keys to future success: "Exceptional customer service is more important to me than anything," Herrmann said.

"In the retail Harley business you have to interact with your customer, and you want to because you have a product that is fun," he said. "Anytime I talk about motorcycles I get a smile on my face."

With many current or prospective customers having tight wallets Herrmann said his and other Harley dealerships "better be your game every day … or you will be hurting."

What is enjoyable: Herrmann has long been in agreement with Harley-Davidson's current marketing slogan: "Screw It. Let's Ride."

"Everything about this business is enjoyable … I'm still living my dream where my work involves motorcycles," said Herrmann, who started riding at age 6.

"Two things can relax me … the first is riding my motorcycle, even if it is just the 10 miles from home to work enjoying the sights, sounds and smells," Herrmann said.

The other?

Well, Herrmann does own his own single-engine plane, that he flies "low and slow."

And, when it comes to riding one of his Harleys, "it's the quality of miles, not the quantity."

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